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CAMPAIGNS
Classical press campaigns are a main focus for every service agency.
Topics are usually developed along the following precepts: is there truly
informative content? Which target groups would the topic interest? How can
it be presented? Finally, the press texts and photos are precisely created
according to the demands and interests of each target group. Thus a single
product or topic can often have up to four different versions of texts and
photos.
Example:
The general aim of the Somfy press campaigns is to further popularise
the automation of roller shutters, sunlight protection and doors and to
explain the advantages such as energy savings, anti-burglary protection
and convenience. The priority during the Somfy communication is the broad
consumer press, with a further main focus on the trade press.
A current Somfy campaign deals with the topic of "wind protection
for awnings".
The text for the consumer press is in the form of advisory materials.
Here the readers' attention is captured with an atmospheric scene in order
to then make them aware of the problem - namely that wind can destroy
awnings. A solution, the installation of the Eolis 3D wind sensor, is
then offered. The functionality is described in simple terms; sequences
of technical data would be out of place here. A photo of an attractive
terrace setting with emerging wind serves as an eye-catcher.
When adapting this text for the industry trade press, the specific product
advantages for the craftsman were placed at the fore - the simple installation
and field of application, even with regard to retrofitting. What's more,
the text focuses on specific, technical information and describes the
installation procedures. As a press motif, a photomontage is used here.
Architects, on the other hand, who are an additional target group, are
not interested in installation procedures. Therefore, the necessity of
such a solution and its fascinating functionality are portrayed here.
A stylish photo of the product is used for illustration purposes. A photo
motif of people or an installation setting has no chance of being published
in this field.
Per click on each picture you will get the corresponding text.
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| Motif architectural press |
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Motif consumer press |
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Motif trade press |
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